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This Kodak Moments Experiment Wipes SmartPhones

Imperial Leisure recently hit the streets of London to undertake a revealing experiment for KODAK MOMENTS App: how would people react if ...

Imperial Leisure recently hit the streets of London to undertake a revealing experiment for KODAK MOMENTS App: how would people react if their phones were wiped by mistake?

The experiment, captured on film, was conducted with real people, not actors. When all the data was wiped, the people who took part in the film explained that they missed their photos the most. Furthermore, no amount of monetary compensation was enough to make up for their lost photos.

To make the experiment work, they offered to charge people’s phones with a custom-built, super-fast phone charger. However, during the charging process, things went wrong and all the data on the phone was wiped.

The campaign was created and produced for Kodak Alaris by London-based creative agency Imperial Leisure. Imperial Leisure works with a variety of well-known and smaller brands including Twitter, Mizuno, goHenry, Swatch and Universal. Yunus Akseki, Creative Director and Director of the film said “The idea came about as a result of a collaborative effort between us and the client. We loved the idea, but we weren't sure how well it'd work in reality. Would we get punched? Would someone lose the plot? We are delighted with the outcome.“

The film coincides with the recent inclusion of the phrase “KODAK MOMENTS” in OxfordDictionaries.com. Katherine Martin from the editorial team of OxfordDictionaries.com explained “the phrase has persisted as a part of the English lexicon at a time when people take more photographs than ever, but cameras and film have been displaced by smartphones and social media.”

Nicki Zongrone from Kodak Alaris said “People are taking more photos than ever before, but struggle with how to turn them into prints to easily relive those special memories and share the emotional connection with family, friends and generations to come. Time starved consumers put off making printed memories for another day and risk being able to access and preserve those special life moments.”